Universitat Internacional de Catalunya

Persuasive Communication

Persuasive Communication
4
8538
2
First semester
OB
Communication
Comunicación persuasiva
Main language of instruction: Spanish

Teaching staff


Ms. SORRIBAS FIERRO, Mario - msorribas@uic.es

Introduction

Persuasion consists of the deliberate use of communication to change, form or reinforce people's attitudes. The speaker who masters persuasive communication ensures that the message is transcendent. In the field of communication, persuasion is an essential element in all professional specialties.


In this course, students will work in depth (theoretically and practically) on persuasive communication through the attributes of the speaker, the construction of the message and the psychological characteristics of the recipients. It will also address various areas of application of persuasion, such as interpersonal communication, politics, advertising, sales or reputation management. This will allow, at the same time, the critical deconstruction of the messages we receive as receivers.

Pre-course requirements

No prerequisites are necessary.

Objectives

  • Understanding the basics of persuasive communication.
  • Mastering the construction of intentional messages
  • Incorporating persuasion in the different areas of communication.
  • Adaptating persuasive contents according to the audiences we are addressing

Competences/Learning outcomes of the degree programme

  • 01 - The ability to adapt to varying circumstances
  • 02 - The ability to understand, accept criticism and correct errors
  • 03 - The ability to administer and manage human and technical resources
  • 04 - The ability to work in a team and autonomously
  • 05 - The ability to organise time and workspace
  • 06 - The ability to develop academic rigour, responsibility, ethics and professionalism
  • 07 - The ability to apply the deontology and respect for the audiovisual sector
  • 08 - The ability of critical analysis, synthesis, concretion and abstraction
  • 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence…)
  • 10 - The ability to confront difficulties and resolve problems
  • 11 - The ability to generate debate and reflection
  • 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
  • 13 - The ability to create spoken and written communication
  • 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
  • 15 - Knowledge and mastery of body language and techniques for public speaking
  • 16 - The ability to manage, analysis and reflect on content
  • 17 - The ability to contextualize and critically analyze the events of social reality and to represent Contemporary History
  • 18 - The capacity and development of general culture and interest in social events
  • 20 - Knowledge and mastery of bibliographic media
  • 21 - Knowledge and mastery of the digital culture
  • 22 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
  • 23 - The ability to prioritize newsworthy events and contrast information
  • 24 - The ability to plan and organize both short term and long term projects
  • 25 - The ability to maximize creative development
  • 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
  • 37 - The ability to contextualize and critically analyze the organizational structure of global communication
  • 42 - The ability to distinguish, analyze and dominate the distinct genres and formats of television, film and radio
  • 44 - The ability to adapt to new audiovisual formats
  • 45 - The ability to know and dominate the techniques of audiovisual narrative.
  • 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
  • 52 - The ability to apply audiovisual knowledge and techniques for commercial purposes in any form
  • 53 - Lingustic ability in Catalan, Spanish and English
  • 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.

Learning outcomes of the subject

Students will be able to:

1. Improve their understanding of persuasive communication techniques.

2. Obtain tools for the construction of persuasive content in any format.

3. Improve their ability to argue

4. Practice different persuasive genres in the fields of marketing, institutional and political communication.

6. Develop a broader knowledge of concepts such as empathy, credibility and the psychology of persuasion.

Syllabus

  • Persuasion and the system of rhetoric
  • Rhetoric, persuasion and the debate of ideas
  • The communicative-persuasive sources and the basic messages of persuasion
  • The psychological perspective of persuasion
  • Neuromarketing
  • Persuasion through empathy
  • Image recovery strategies after a reputational crisis.
  • Political persuasion. Campaign analysis

Teaching and learning activities

In person



TRAINING ACTIVITY ECTS CREDITS
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0,8
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 0,4
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0,6
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 2.2

Evaluation systems and criteria

In person



  • Attitude (10%)
  • Practices (60%)
  • Final exam (30%)

Other sittings: 100% final exam.

Faculty regulations will be strictly observed in cases of plagiarism, fraudulent use of Artificial Intelligence and in relation to spelling mistakes.

Bibliography and resources

  • Benoit, W. L. (1997): Image Repair. Discourse and Crisis Communication. Public Relations Review. 3(2) 177- 186.
  • Cialdini, R. B. (1990). Influencia: ciencia y práctica. Barcelona, Universidad de Barcelona.
  • Freire Úbeda, M. (2020). Ponte en modo DISC – Una guía de autoconocimiento. Ed. Samarcanda
  • Hasso Platner Institute of Design (2014?): Mini-guía: Una introducción al Design Thinking. +Bootleg Bootcam en Español. Stanford University.
  • Lario, J. E. (2019). Técnicas de persuasión y comunicación digital. Caligrama.
  • León, J. L. (2008). Persuasión pública. Universidad del País Vasco, Servicio Editorial= Euskal Herriko Unibertsitatea, Argitalpen Zerbitzua.
  • Maarek, P. J. (2009). Marketing político y comunicación: claves para una buena información política. Paidós.
  • Marraud, H. (2017): De las siete maneras de contraargumentar. Quadripartita Ratio: Revista de Retórica y Argumentación, 2(4), 52-57.
  • Owen, J. E., Mahatmya, D., & Carter, R. (2017). Dominance, Influence, Steadiness, and Conscientiousness (DISC) Assessment Tool. Encyclopedia of Personality and Individual Differences, 1–4. doi:10.1007/978-3-319-28099-8_25-1
  • Renvoisé, P., & Morin, C. (2006). Neuromárketing: el nervio de la venta. Editorial UOC.
  • Serrano Ortega, M. & Blázquez Ceballos, P. (2015): Design Thinking. Lidera el presente. Crea el futuro. Libros profesionales de empresa. ESIC.
  • Spang, K. (2005). Persuasión. Fundamentos de retórica. Pamplona: Ediciones de la Universidad de Navarra.
  • Weston, A., & Seña, J. F. M. (1994). Las claves de la argumentación. Barcelona: Ariel.
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